opening in nottingham today. this feels like a supermarket. well, i'd say it feels like the best of poundland. are you after the weekly shop? absolutely, absolutely. we serve millions of customers, there's lots of categories, such as fresh foods, where we haven't previously provided that to them, well, now we're doing that. but he's got rising costs across his supply chains too. high single figure inflation is what we're facing. that doesn't mean that our shoppers have to face that as well. so, you know, i'm nota magician, not paul daniels, i can't magic all of this stuff away. but what i can do is work as hard as i can on behalf of shoppers to make sure that we mitigate as much as we can to protect them. and after a tough pandemic, he says the discounters are growing once again. emma simpson, bbc news, nottingham. generations of children will be familiar with beatrix potter's tales of peter rabbit